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CAIRO BOOKS's Description
Advertising has changed. In today's world of multimedia and digital
technology, the industry must find ways to build new relationships between
brands and their audience, to make each product relevant as well as desirable.
No longer is a simple television advertisement enough; brands need to
communicate with their audience through all different kind of media. This is
Advertising addresses the changes that are occurring within advertising, from
the perspective ofkey figures within the industry. Each deals with a key
emerging trend—digital, branded, ambient, integrated,and self-initiated.
Featuring in total over 80 projects as well as ten-in-depth interviews by a
selection of leadingadvertising figures, it offers an insightful overview for
students or anyone involved with or interested in the current world of